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Article
Publication date: 15 August 2023

Alastair M. Morrison, Sudin Bag and Kousik Mandal

This paper aims to investigate the effects of virtual reality experiences (VREs) and emotions on holiday destination visit intentions by applying the stimulus-organism-response…

Abstract

Purpose

This paper aims to investigate the effects of virtual reality experiences (VREs) and emotions on holiday destination visit intentions by applying the stimulus-organism-response (S-O-R) framework. It also examined the role of amateur photography as a moderator in the relationship between VREs, emotions and visit intentions.

Design/methodology/approach

Primary data were collected through a structured survey questionnaire administered in India, and structural equation modelling (SEM) was used to examine relationships among variables. The formal survey was preceded by a pilot study. The partial least squares-SEM product indicator technique was applied to measure the moderation effect of amateur photography.

Findings

When people have high levels of positive emotions in the pre-travel stage with VRE participation, their intentions to visit destinations are stronger. Amateur photography moderated the relationships between user interactivity, memorable experiences, mental imagery and visit intentions. No significant moderating effect was found between emotional experiences and visit intentions.

Practical implications

The results indicate that creators of virtual reality (VR) communications should concentrate on producing interactive and visually striking VR content, as the research found that VR experiences with tourism-related activities have a significant impact on potential visitor emotions. Therefore, VR producers should incorporate authentic and distinctive elements into contents, giving viewers realistic and trustworthy VR tourism experiences. Destination marketers should evoke emotions in people to increase motivations to visit the VR-presented places. Destination marketers should create VR content with hedonic elements, fostering a connection and desire to visit the destination presented in the VR. For example, destination marketers can enhance the sensory aspects of VR content with audio, video, haptics and artificial intelligence, encouraging people to be emotionally captivated and fully immersed. The findings indicate that amateur photography has a significant moderating effect on prospective tourists’ intentions to visit a place presented in VR. Thus, destination marketers are advised to provide photogenic and relevant content to users. By using amateur photography, destinations can market their attractions to potential visitors in a more interactive and relatable manner. Showcasing images taken by amateur photographers presents a genuine perspective of the offerings, thereby increasing visit intentions among prospective visitors. Additionally, amateur photography helps promote the destination in a positive light, emphasizing the attractions and other offerings, and this encourages potential visitors to consider the destination as a travel option, thereby increasing visit intentions. Encouraging amateur photographers to take and share images also increases their engagement with the destination, creating a sense of community and connection and ultimately driving visit intentions. Destination marketers should embrace VR tourism content as a means of promoting their destinations to potential customers by considering the three crucial elements of memorable experiences, emotional experiences and mental imagery. In essence, destination management organizations and other decision makers should develop complete VR communication plans that incorporate interactive and visually striking activities. This can be done by creating VR experiences for prospective tourists, which will enable them to pick their preferred destinations at the pre-travel stage. Through this approach, an effective destination marketing strategy can be established.

Originality/value

This research has value in making several potential contributions to the tourism applications of VR. It is the first study to use and test the S-O-R framework to analyse tourist behaviour from the perspective of emotions generated by VR applications. The analysis focuses on India’s tourism market, which has not been explored much in the context of VR and from the perspective of a developing country. The research emphasizes the use of VR as a tool to understand tourist behaviour rather than just focusing on visit intentions. The findings provide valuable insights into the importance of VR in tourism. The knowledge generated will contribute to the understanding of the impact of VR experiences on emotions and visit intentions and the moderating effect of amateur photography. It has practical implications for destination marketers in developing effective marketing strategies that enhance tourists’ emotions and motivate visit intentions.

目的

本研究运用刺激-机体-反应(S-O-R)框架, 探讨虚拟现实体验(VREs)和情绪对度假目的地旅游意向的影响。还研究了业余摄影在VREs、情感和访问意图之间的关系中的调节作用。

设计/方法/方法

通过在印度进行的结构化调查问卷收集原始数据, 并使用结构方程模型(SEM)来检查变量之间的关系。在正式调查之前进行了一项试点研究。采用PLS-SEM结果指标方法测量业余摄影的调节效果。

研究发现

当人们在旅行前的VRE参与阶段拥有高水平的积极情绪时, 他们访问目的地的意愿会更强。业余摄影调节了用户交互性、纪念体验、心理意象和访问意图之间的关系。情绪体验与访问意向之间无显著调节作用。

原创性/价值

本研究对虚拟现实的旅游应用有几个可能的贡献。这是第一个使用并测试刺激-生物-反应(S-O-R)框架的研究, 从VR应用产生的情感角度分析游客行为。分析集中于印度的旅游市场, 而在VR的背景下和从一个发展中国家的角度来看, 印度的旅游市场还没有得到太多的探索。该研究强调将VR作为一种了解游客行为的工具, 而不仅仅是关注游客的意图。这些发现为VR在旅游业中的重要性提供了有价值的见解。所产生的知识将有助于理解VR体验对情绪和访问意图的影响以及业余摄影的调节作用。这对目的地营销人员制定有效的营销策略, 增强游客的情绪和激发旅游意图具有实际启示。

Finalidad

Esta investigación analizó los efectos de las experiencias de realidad virtual (VREs) y las emociones en las intenciones de visita a destinos vacacionales aplicando el modelo estímulo-organismo-respuesta (S-O-R). También examinó el papel de la fotografía amateur como moderador en la relación entre las VREs, las emociones y las intenciones de visita.

Diseño/metodología/enfoque

Los datos primarios se recogieron mediante una encuesta con cuestionario estructurado administrado en la India, y se utilizó la modelización de ecuaciones estructurales (SEM) para examinar las relaciones entre las variables. La encuesta principal fue precedida de un estudio piloto. Se aplicó la técnica PLS-SEM para medir el efecto moderador de la fotografía amateur.

Resultados

Cuando las personas poseen un alto nivel de emociones positivas en la etapa previa al viaje con participación en VRE, sus intenciones de visitar destinos son más fuertes. La fotografía amateur moderó las relaciones entre la interactividad del usuario, las experiencias memorables, las imágenes mentales y las intenciones de visita. No se encontró ningún efecto moderador significativo entre las experiencias emocionales y las intenciones de visita.

Originalidad/valor

Esta investigación tiene el valor de hacer varias contribuciones potenciales a las aplicaciones turísticas de la realidad virtual. Es el primer estudio que utiliza y pone a prueba el marco estímulo-organismo-respuesta (S-O-R) para analizar el comportamiento de los turistas desde la perspectiva de las emociones generadas por las aplicaciones de RV. El análisis se centra en el mercado turístico de la India, poco explorado en el contexto de la RV y desde la perspectiva de un país en desarrollo. La investigación hace hincapié en el uso de la RV como herramienta para comprender el comportamiento de los turistas, en lugar de centrarse únicamente en las intenciones de visita. Las conclusiones aportan valiosas ideas sobre la importancia de la RV en el turismo. Los conocimientos generados contribuirán a comprender el impacto de las experiencias de RV en las emociones y las intenciones de visita, así como el efecto moderador de la fotografía amateur. Se presentan implicaciones prácticas para los responsables de marketing de los destinos turísticos a la hora de desarrollar estrategias de marketing eficaces que potencien las emociones de los turistas y motiven las intenciones de visita.

Article
Publication date: 13 February 2018

Vijayakumar Polepally and K. Shahu Chatrapati

This paper aims to develop the Dragonfly-based exponential gravitational search algorithm to VMM strategy for effective load balancing in cloud computing. Due to widespread growth…

Abstract

Purpose

This paper aims to develop the Dragonfly-based exponential gravitational search algorithm to VMM strategy for effective load balancing in cloud computing. Due to widespread growth of cloud users, load balancing is the essential criterion to deal with the overload and underload problems of the physical servers. DEGSA-VMM is introduced, which calculates the optimized position to perform the virtual machine migration (VMM).

Design/methodology/approach

This paper presents an algorithm Dragonfly-based exponential gravitational search algorithm (DEGSA) that is based on the VMM strategy to migrate the virtual machines of the overloaded physical machine to the other physical machine keeping in mind the energy, migration cost, load and quality of service (QoS) constraints. For effective migration, a fitness function is provided, which selects the best fit that possess minimum energy, cost, load and maximum QoS contributing toward the maximum energy utilization.

Findings

For the performance analysis, the experimentation is performed with three setups, with Setup 1 composed of three physical machines with 12 virtual machines, Setup 2 composed of five physical machines and 19 virtual machines and Setup 3 composed of ten physical machines and 28 virtual machines. The performance parameters, namely, QoS, migration cost, load and energy, of the proposed work are compared over the other existing works. The proposed algorithm obtained maximum resource utilization with a good QoS at a rate of 0.19, and minimal migration cost at a rate of 0.015, and minimal energy at a rate of 0.26 with a minimal load at a rate of 0.1551, whereas with the existing methods like ant colony optimization (ACO), gravitational search algorithm (GSA) and exponential gravitational search algorithm, the values of QoS, load, migration cost and energy are 0.16, 0.1863, 0.023 and 0.29; 0.16, 0.1863, 0.023 and 0.28 and 0.18, 0.1657, 0.016 and 0.27, respectively.

Originality/value

This paper presents an algorithm named DEGSA based on VMM strategy to determine the optimum position to perform the VMM to achieve a better load balancing.

Details

Kybernetes, vol. 47 no. 6
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 29 November 2019

Bhavya Swathi I., Suvarna Raju L. and Perumalla Janaki Ramulu

Friction stir processing (FSP) is overviewed with the process variables, along with the thermal aspect of different metals.

Abstract

Purpose

Friction stir processing (FSP) is overviewed with the process variables, along with the thermal aspect of different metals.

Design/methodology/approach

With its inbuilt advantages, FSP is used to reduce the failure in the structural integrity of the body panels of automobiles, airplanes and lashing rails. FSP has excellent process ability and surface treatability with good corrosion resistance and high strength at elevated temperatures. Process parameters such as rotation speed of the tool, traverse speed, tool tilt angle, groove design, volume fraction and increase in number of tool passes should be considered for generating a processed and defect-free surface of the workpiece.

Findings

FSP process is used for modifying the surface by reinforcement of composites to improve the mechanical properties and results in the ultrafine grain refinement of microstructure. FSP uses the frictional heat and mechanical deformation for achieving the maximum performance using the low-cost tool; the production time is also very less.

Originality/value

100

Details

Journal of Engineering, Design and Technology , vol. 18 no. 3
Type: Research Article
ISSN: 1726-0531

Keywords

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